Colorado Tourism Roadmap Launches
After 10 months of research, 20-plus listening sessions throughout the state and participation from many of you, the Colorado Tourism Board yesterday unanimously approved the Colorado Tourism Roadmap. As many of you are aware, the Roadmap is a comprehensive strategic plan to build the Colorado tourism industry’s competitive advantage.
We see this Roadmap not only as a tool for the CTO, but also as a resource for our tourism industry partners both big and small. You’ll get a chance to hear more about the Roadmap during our second annual Discover Colorado Roadshow, May 8-12, during National Travel and Tourism Week.
We look forward to working with you side-by-side to build our industry’s competitive advantage through closer collaboration, creation of new traveler experiences across the state and a fresh focus on sustainable tourism.
Although you may have seen a news report suggesting that the CTO is seeking more funding to implement the Roadmap, please be aware that the CTO currently has no plans to seek a funding increase. The plan is focused on the future and includes a number of strategies than would require more funding to fully implement. However, the Roadmap also includes a number of near-term wins that can be accomplished with current levels of funding.
Just to be clear, the Roadmap does report that to achieve budget parity with the other 20 top-funded state tourism offices based on our visitor volume, the CTO’s FY16 budget should have been $29 million rather than $19.6 million. It is a leap, however, to suggest that the CTO is requesting that level of funding, especially during a year when addressing transportation funding is a top priority statewide.
Many more details available in the Roadmap and in the news release. We look forward to hearing your thoughts.
Director, Colorado Tourism Office